Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on the Relationship among Social Support, Self Expression, Tourism Experience and Tourism SNS Use Intention -Moderating Effect of Tourism SNS Usage Purpose-

관광 SNS의 사회적 지원, 자기표현, 관광경험, 관광 SNS 이용의도간의 관계연구 -관광 SNS 이용목적의 조절효과-

  • Park, Hyun-Jee (Dept. of Tourism Management Tongmyong University) ;
  • Park, Bong-Gyu (Dept. of Hotel and Convention Management, Dong-eui University) ;
  • Kim, Young-Ha (Dept. of U-Tourism and Convention Institute, Tongmyong University)
  • 박현지 (동명대학교 관광경영학과) ;
  • 박봉규 (동의대학교 호텔컨벤션경영학과) ;
  • 김영하 (동명대학교 U-관광컨벤션연구소)
  • Received : 2015.10.18
  • Accepted : 2015.12.20
  • Published : 2015.12.28
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Abstract

For this study, we intended to analyze the relationship among social support of tourism SNS, self expression, tourism experience and tourism SNS usage intention with focusing on a moderating effect of tourism SNS usage purpose. As the results, we found the statistically positive significant relationships 1) between social support and social experience, 2) between self expression and social experience, and 3) between social experience and usage intention of tourism SNS. And also we observed that the moderating effects of tourism SNS usage purpose on the relationship between social support and tourism experience and another relationship between self expression and tourism experience all partially positive.

본 연구에서는 관광 SNS를 이용하여 관광활동을 하는 관광객의 사회적 지원과 자기표현이 관광경험 그리고 관광 SNS 이용의도에 미치는 영향을 분석함과 동시에 관광객의 사회적 지원 및 자기표현과 관광경험간의 영향관계에서 관광 SNS에 대한 관광객의 이용목적 수준의 조절효과를 파악하였다. 연구결과로서 사회적 지원과 자기표현은 관광경험에 긍정적인 영향을 주며, 관광경험은 관광 SNS 이용의도에 각각 긍정적 영향을 주는 것으로 나타났다. 관광 SNS 이용목적은 자기표현과 관광경험간의 관계에서 조절효과가 있는 반면, 사회적 지원과 관광경험간의 관계에서는 조절효과가 유의미하지 않은 것으로 나타났다. 시사점으로서 관광객의 SNS 이용의도를 증진시키기 위해서는 이 분야에 대한 보다 적극적인 연구 및 마케팅이 요구됨을 시사하고 있다.

Keywords

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